Turn back the clock eight years to 2013. Serial entrepreneur Kenny Dichter’s no-compete with NetJets had just expired. It was three years since he sold his previous start-up, Marquis Jet Partners, to the world’s largest private aviation provider. Back in 2001, Dichter helped birth the jet card revolution by striking a deal to sell flights on the NetJets’ fleet in blocks of 25 hours. Today cards are 20% of NetJets flying. Back then, it wasn’t even in the market.
Wheels Up was a different approach. Dichter wanted to democratize the private aviation market. His horse of choice was the Beechcraft King Air 350i. An hour of flight time on
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